What do you think of binoculars as a building? 

Famed architect, Frank Gehry, thought it was a good idea. So did his clients, Chiat/Day Advertising Agency.

And so it was built in Venice, CA.

But, to be fair, the Binoculars building was actually an accident, at least for Gehry.

Here’s the true story of the Binoculars building, and the two, often overlooked, buildings on either side of it.

In the 1980s …

Husband-wife large scale sculpture artists, Coosje van Bruggen & Claes Oldenburg, created some small scale models for a project in Italy called Cotello Island.

One of these models was a small scale theatre and a library in the form of a pair of binoculars. 

The project never materialized, and this model somehow found its way as a permanent fixture on their friend, architect Frank Gehry’s, desk.

And Then What Happened???

Frank Gehry was hired by advertisers Jay Chiat and Guy Day, to design an office complex for their legendary ad agency, Chiat/Day Advertising Agency.

Gehry created models for the first 2 buildings.  They’re completely different and often overlooked when visitors come to see the Binoculars building.

Gehry invited Jay Chiat to his office to show him the models of the first 2 buildings and discuss the project. 

The first building was tree-like. 

The second building, next to it, was boat-like.

Gehry told Chiat that he wanted a 3rd building, something sculpture-like, placed between the tree-like and boat-like buildings.  This 3rd building would anchor the other 2 buildings, bringing them together. 

To illustrate his point, he picked up the model of the binoculars from van Bruggen & Oldenburg, and put it in between the 2 buildings. 

The binoculars were simply meant to be a placeholder.

But the idea stuck. 

Because the original model of the building came from van Bruggen & Oldenburg, Gehry worked with them to create a gorgeous and functional sculpture building. 

It’s a beautiful sculpture on the outside.  The insides of each lens is a circular conference room, connected to the main office building from the back of the sculpture.  The top of the lenses are skylights into the conference rooms.

The 2 buildings on either side of the Binoculars building are often overlooked.  But it’s worth taking some time to consider them.

The building on the right is the tree-like building.  You can clearly see the tree-like influence from the street.

The building on the left is boat-like.  It’s impossible to discern the boat shape by looking at the building straight-on from the street.  You will see a slight curve in the front of the building, but that’s the only clue that it’s a boat shape.

The bow of the boat structure is a little more obvious if you approach the building from Rose Avenue to the north.

In between these 2 buildings is the Binoculars building.  The driveway to the parking garage is literally between the 2 large lenses.

The Building Opened

The complex opened in 1991 as the advertising headquarters for Chiat/Day Advertising.  Google leased the building in 2011 and remains its tenants to this day.  

Mimetic Architecture  

This type of sculpture/architecture called mimetic architecture – architecture that mimes the business that inhabits it.

Mimetic architecture was popular in California from the 1920s through the 1950s. 

This complex opened in the 90’s.  So it’s both a nod to the past and a look to the future. 

But What Does It Mean?

The binoculars themselves have a lot of meaning, both in relation to Gehry’s architecture and to the advertising agency. 

If you were in a boat, you’d have binoculars. 

If you were in a forest, you might also have binoculars. 

Binoculars are an object that ties these 2 disparate symbols of boat & tree together. 

And what does an ad agency do?  Gets consumers to focus on a product.  An ad is literally saying, Look at Me!  Look at Me! 

Binoculars are a perfect symbol for this.

That Was Then, What About Now?

The symbolism of the building was applicable to the ad agency.  But what about Google, who leases the building today?

I’m glad you asked!

What is Google always doing? 

Looking to the future.  What could be a better symbol for that than binoculars?

Google also tracks your every, digital move (with your permission, of course).  This is another way the binoculars symbolize their work.

Google Maps provides navigation, satellite images, geographic info, aerial and street views.  Again, another reflection of what binoculars could do.

These are just a few examples of how Google’s current business activities tie back to the binoculars as sculpture.

Did Google lease the building because of the binoculars and its symbolism to Google’s business?

Most likely, no.

But that’s what good art does — it makes you think, it lets you look at things differently.  Or it’s simply enjoyable to look at on its own. 

The Binoculars building is pretty amazing on its own.  It doesn’t need to be a symbol of anything.

But if you go see it, don’t forget to look at the 2 buildings on either side of it – it’s the 3 buildings that tell the entire story. 

Where can I see it?

The Binoculars building is at 340 Main Street, Venice, CA.